Together with BrandTrust, we recently worked on the positioning of a fine jeweller based in Vienna. As part of the project, we explored the cultural shifts shaping how people think about fine jewellery and luxury today. With the question: 

How can the brand strengthen its relevance as a jewellery destination that resonates with the changing needs and values of tomorrow’s luxury consumer?

One theme that stood out was the value of things that are made by hand and require a specific skill to do so. 

Mass production makes products more accessible, but as more things become easy to replicate, something interesting is happening: What is made by human hands can become more valuable. 

A few insights stood out: 

• Research into the handmade effect shows that consumers find handmade products more attractive than machine-made alternatives because they associate them with human effort, care and love. 
• People will pay 67% more for proof of craftsmanship, expertise, and originality. 
• As AI-generated content becomes increasingly difficult to distinguish from human-created work, authenticity and provenance matter more. 
• At the same time, many specialist crafts face an ageing workforce. This means skills that take years or decades to master are becoming more scarce. 

The value of a piece doesn’t only lie in the diamond or precious metal. It also lies in the years of expertise required to select a stone or restore jewellery so that it can be worn for another generation.

Luxury brands are also bringing this human expertise to the foreground. For example, Hermès launched the ‘venture beyond’ campaign,  a new website that introduces illustration as a central visual language. Hand-drawn elements by French artist Linda Merad appear throughout the experience, integrated into navigation and editorial moments. 

Maybe the key is to let people put in a little effort for the good stuff—experiences that demand presence and participation. This is especially true for premium products: if your luxury goods are as easy to acquire as fast fashion, it loses value. Instead create unpredictable moments that break routine because the effort IS the whole point. Make your product or experience something people have to meet halfway, and they’ll value it more. 

A fascinating topic to explore together!